Exploring Social Media                                               with Google                                          ...
Singaporeans’ Media ConsumptionPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Pr...
Singaporeans are an online community  Average weekly hours for different media activities                                 ...
71%                                                   57%                            53%                             gener...
Social Media Lifecycle         Attention           Interest             Emotional                    OwnershipPDF compress...
Phase 1: Awareness & Interest    Google Search & DisplayPDF compression, OCR, web optimization using a watermarked evaluat...
Google Social Media Strategy:    Phase 1: Attention & Interest     YouTube Masthead             Search Engine            A...
Google Search : Information Centric                  prevent drug abusePDF compression, OCR, web optimization using a wate...
Display: Target Sites of InterestPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand ...
Phase 2: Emotion & Engagement   YouTubePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISI...
Google Social Media Strategy                                                                        YouTube Brand Channel ...
The Youtube Singapore Community is big   The	  Numbers	  	  -­‐	  Singapore	                      Each month in Singapore ...
Singapore YouTube DemographicsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Pro...
Capture	  your	  audience	  throughout	  their	  YouTube	   Journey	  PDF compression, OCR, web optimization using a water...
Ad Formats    Rich Media                                            Video Ads                                             ...
1. HOMEPAGE 	PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary          ...
YouTube MastheadPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary      ...
Case Study 1: SharpiePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary ...
Case Study 2: Michael Jackson Wii GamePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIO...
Case	  Study	  3	  :	  Launch	  Day	  Masthead	  !	  SingTel	      ~800,000 Unique Users: 27% reach on a single day       ...
2. SEARCH PAGE 	PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary       ...
YouTube	  Search	  Page	  -­‐	  Banners	      Use	  the	  Search	  Page	  for	  your	  Rich	  Media	  crea5ve	  for	  a	  ...
YouTube	  Search	  Page	  –	  Promoted	  Videos	  PDF 23 Google ConfidentialOCR, web optimization using a watermarked eval...
3. WATCH PAGE 	PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary        ...
YouTube Watch Page - InVideo Ads    OVERVIEW    •  Ad will be seen by YouTube users as they     watch video content within...
YouTube Watch Page - Pre Roll Ads    OVERVIEW    •  Amazing	  reach	      •  Highly	  engaging,	  highly	  visible	      •...
Standard	  Banner	  Ad	                                                         300x250                                   ...
4. BRAND CHANNEL PAGE 	PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary...
One-Stop Platform for Social MediaPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand...
Live News Feed from Social NetworksPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONan...
Capture their Attention with MimicryPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONa...
Hook & Entertain with interactive thematic gamesPDF compression, OCR, web optimization using a watermarked evaluation copy...
Expand your Community   – Video & Image UploadsPDF compression, OCR, web optimization using a watermarked evaluation copy ...
Sentiment Collection with SurveysPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand ...
Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy o...
Rally and Connect – People & PlatformsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIO...
Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy o...
Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy o...
Case Study: US Government                                                                     More than 150 federal       ...
Your Life – shared on the Web       Google+PDF compression, OCR, web optimization using a watermarked evaluation copy of C...
PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary                      ...
Google+ : real life sharing, rethought    for the web  circles                                hangouts                    ...
google+ pages     your google+ page is the centerpiece of your presence on google+PDF compression, OCR, web optimization u...
a single home for your +1 s                                                                       • +1 count/button:      ...
Ripples: watch how posts get shared (coming soon)PDF compression, OCR, web optimization using a watermarked evaluation cop...
Hangouts!     President Barack Obama Hosts a HangoutPDF compression, OCR, web optimization using a watermarked evaluation ...
PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary                      ...
Track and Measure CampaignsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Propri...
Evaluate Campaign Success     •  Google Analytics: free analytics and reporting for websites     What are consumers doing ...
Leverage the World s Largest Focus Group                YouTube Insight        Track online video viewership using        ...
Did My Campaign Have Impact?    Also Ask Search.                                                             OctoberPDF co...
The Google Social SolutionPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprie...
Putting it all Together                                            Engagement                                             ...
Google Social Media Strategy     YouTube Masthead                    Search Engine                  YouTube Brand Channel ...
What’s Next? Google Social SearchPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand ...
PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary                      ...
Questions?                                                                                Thank you!PDF compression, OCR, ...
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Exploring social media with google .cv01

  1. 1. Exploring Social Media with Google Prepared by: Samantha Chen, Regional Business Acquisition Manager Google Southeast AsiaPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  2. 2. Singaporeans’ Media ConsumptionPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 2
  3. 3. Singaporeans are an online community Average weekly hours for different media activities Internet 25.0 Broadcast TV 12.0 Radio (not via the internet) 7.5 Internet via mobile 7.4 TV shows or movies from unofficial sources 6.8 Digital Radio stream via the internet 6.8 Online games on a PC Singaporean 6.0 Recorded TV 5.7 spend more time Newspaper 5.0 on the internet Offline games on a PC 4.6 than watching Official TV on-demand or ‘catch up TV’ 4.5 broadcast TV Video on mobile phone 4.3 Offline games on a console 4.3 Online games on a console 3.8 Magazine 3.0 0 5 10 15 20 25 30 Base: All digital Singaporeans 15+ (n=1,066) HoursPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  4. 4. 71% 57% 53% general updates/info offers and exclusive info deals Motivations for connecting with brands on social networks 45% 22% 20% entertainment / to ask to have a interest questions conversation Base: Digital consumers 15+ who have connected with brands / organisations via a social networkPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  5. 5. Social Media Lifecycle Attention Interest Emotional OwnershipPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  6. 6. Phase 1: Awareness & Interest Google Search & DisplayPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 6
  7. 7. Google Social Media Strategy: Phase 1: Attention & Interest YouTube Masthead Search Engine Attention Interest Emotional Ownership Appear on WebsitesPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  8. 8. Google Search : Information Centric prevent drug abusePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 8
  9. 9. Display: Target Sites of InterestPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  10. 10. Phase 2: Emotion & Engagement YouTubePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 10 Google Confidential PDFCompressor
  11. 11. Google Social Media Strategy YouTube Brand Channel Attention Interest Emotional Ownership Videos on YouTube Google+ PagePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  12. 12. The Youtube Singapore Community is big The  Numbers    -­‐  Singapore   Each month in Singapore 2.3 Million Unique Viewers watch videos on YT each month. 60 % reach of the online population 4.4 Minute average session for each video 5.2 hours of YouTube consumed by each viewer over a month  11.3  - Average  visits  per  visitor   Source: Comscore July 2011 Source: ComScore July 2011PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONConfidential and Proprietary Google PDFCompressor Google Confidential and Proprietary
  13. 13. Singapore YouTube DemographicsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  14. 14. Capture  your  audience  throughout  their  YouTube   Journey  PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  15. 15. Ad Formats Rich Media Video Ads Display Ads Masthead   Standard  banner   Promoted  Videos   TrueView  in-­‐search   TrueView  in-­‐slate   Standard  YTVA   In-­‐Stream   TrueView  in-­‐stream   TrueView  in-­‐display   In-­‐Video  PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  16. 16. 1. HOMEPAGE PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  17. 17. YouTube MastheadPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  18. 18. Case Study 1: SharpiePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  19. 19. Case Study 2: Michael Jackson Wii GamePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  20. 20. Case  Study  3  :  Launch  Day  Masthead  !  SingTel   ~800,000 Unique Users: 27% reach on a single day 1.4M impressions: ~2 impressions/visitorPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  21. 21. 2. SEARCH PAGE PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  22. 22. YouTube  Search  Page  -­‐  Banners   Use  the  Search  Page  for  your  Rich  Media  crea5ve  for  a  high   reach  placement   OVERVIEW •  MPU can be a standard image, Flash, Rich Media or Video •  Can run of YouTube search pages or YouTube watch pages BEST PRACTICE •  Have the ad click through to your Brand Channel •  Sell the benefits of your channel (more videos, interaction possibilities, prizes etc) •  Standard Med Rec - 300x250PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  23. 23. YouTube  Search  Page  –  Promoted  Videos  PDF 23 Google ConfidentialOCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary compression, and Proprietary Google Confidential PDFCompressor
  24. 24. 3. WATCH PAGE PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  25. 25. YouTube Watch Page - InVideo Ads OVERVIEW •  Ad will be seen by YouTube users as they watch video content within the relevant categories • An InVideo ad can be a Text or Display overlay • Optional companion banner recommended BEST PRACTICE •  Use the companion banner to link through to your channel with clear directional messaging •  Have the InVideo ad click through to your channelPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  26. 26. YouTube Watch Page - Pre Roll Ads OVERVIEW •  Amazing  reach   •  Highly  engaging,  highly  visible   •  Can  be  Pre  Roll  Recommended  to  use   the  opGonal  companion  banner   •  15  second  pre  roll  ad  appears  before   video  play  +  300x60  companion  ad   (staGc  or  flash)   BEST PRACTICE •  Use  the  companion  banner  to  link   through  to  your  Brand  Channel  with   clear  direcGonal  messaging   •  Have  the  Pre  Roll  Ad  click  through  to     your  channel   •  Why  not  tell  people  in  your  ad  that   they  can  watch  more  videos  on  your   channel?    PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  27. 27. Standard  Banner  Ad   300x250 AD SPEC:  300x250 AD FUNCTIONALITY:  Static image or rich mediaPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  28. 28. 4. BRAND CHANNEL PAGE PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  29. 29. One-Stop Platform for Social MediaPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  30. 30. Live News Feed from Social NetworksPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  31. 31. Capture their Attention with MimicryPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  32. 32. Hook & Entertain with interactive thematic gamesPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  33. 33. Expand your Community – Video & Image UploadsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  34. 34. Sentiment Collection with SurveysPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  35. 35. Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  36. 36. Rally and Connect – People & PlatformsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 36 Google Confidential PDFCompressor
  37. 37. Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  38. 38. Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  39. 39. Case Study: US Government More than 150 federal agencies have YouTube Channels PDFCompressor39PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential
  40. 40. Your Life – shared on the Web Google+PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 40 Google Confidential PDFCompressor
  41. 41. PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  42. 42. Google+ : real life sharing, rethought for the web circles hangouts mobile share what say hello, share what’s around when matters face-to- you’re on the go with the people face- who to-face matter mostPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  43. 43. google+ pages your google+ page is the centerpiece of your presence on google+PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 43 Google confidential
  44. 44. a single home for your +1 s • +1 count/button: • this includes +1 s directly on your page, as well as any +1 s on buttons that point to your website s url* *verification code installation requiredPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 44 Google confidential
  45. 45. Ripples: watch how posts get shared (coming soon)PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 45 Google confidential
  46. 46. Hangouts! President Barack Obama Hosts a HangoutPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 46 Google confidential
  47. 47. PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 47 Google confidential
  48. 48. Track and Measure CampaignsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 48 Google Confidential PDFCompressor
  49. 49. Evaluate Campaign Success •  Google Analytics: free analytics and reporting for websites What are consumers doing on my website? And why? How are users engaging with my site? How can I make my marketing campaigns accountable? Am I spending money to create effective content? How do I improve the user experience? www.google.com/ analytics 49PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  50. 50. Leverage the World s Largest Focus Group YouTube Insight Track online video viewership using YouTube s analytics and reporting tool. Insight provides video-level data that helps you understand your audience: the who, what, when, where, and how people came to watch your videos. Optimize your campaigns by measuring and analyzing: Views and Popularity Discovery Demographics Community Engagement Audience AttentionPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 50 Google Confidential PDFCompressor
  51. 51. Did My Campaign Have Impact? Also Ask Search. OctoberPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 51 Google Confidential PDFCompressor
  52. 52. The Google Social SolutionPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 52 Google Confidential PDFCompressor
  53. 53. Putting it all Together Engagement Facebook YouTube Brand Viral Video Chanel Events YouTube YouTube Google+ Videos Masthead Radio Website Broadcast Active Stakeholder (1-way) (2-way) Display Network PR Remarketing Search AdMob Newspapers InformationPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  54. 54. Google Social Media Strategy YouTube Masthead Search Engine YouTube Brand Channel Attention Interest Emotional Ownership Appear on Websites Videos on YouTube Google+ PagePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  55. 55. What’s Next? Google Social SearchPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 55 Google Confidential PDFCompressor
  56. 56. PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  57. 57. Questions? Thank you!PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 57 Google Confidential PDFCompressor

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